No experience with Fierce, but if he needs an excuse to buy a new rifle...Giddy up!
Skimmed through this, so may have already been mentioned.
Did your buddy map his cold bore? One shot and a follow up on multiple day in order to gain confidence in where it would impact?
Did he do the same close to or at the ranges he missed the deer? (not just at 100 yards)
A ___ MOA rifle from the bench/comfortable prone shooting position on a range with bags, etc. is not the same as prone on a slope with a rock in your hip, sitting in a stand, kneeling, etc. Rifle may be capable, but we as shooters are the weak link in the equation.
Lightweight is good for carry, but not forgiving for long range. Have to decide what your parameters are. I have a sub 8 pound 6.5SAUM that is great for woods, but not so much at the longer ranges. FOR ME anything 9.5 pounds or so can get it done out a good ways.
I have also had difficulty with the lighter rifles and heavy bullets. May just be user error, but I think the torque on the barrel does something to me . There is a reason sniper rifles weigh a ton...